Google Ad Grants: Complete Guide to Non-Profits Advertisement

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The Google Ad Grants program allows qualified non-profit organizations to receive US $10,000.00 of in-kind advertising from AdWords every month. This figure amounts to $329.00 per day. This program is available to non-profits in more than 50 countries worldwide. If your organization is approved for free advertising in the form of Google ad grants, you could use it to drive more traffic to your website to reap the following benefits:

  • #Raise awareness
  • #Increase donations
  • #Recruit more volunteers

The Google Ad Grants program must be made up of keyword targeted, text ads only and operate at a maximum of $2.00 CPC (cost -per-click). The ads only appear on Google search result pages. If your organization is eligible for an Ad grant, apply for one and help boost your non-profit’s impact!



Eligibility Requirements for Google Ad Grants

Your organization must be registered as a charitable organization in one of the countries where the program is available. If you are operating your non-profit in the United States, you must have 501(c)(3) status.

Ineligible Non-Profit Organisations

The following types of organizations are not eligible to participate in the program:

  • # Hospitals and health care centres
  • # Government departments, agencies or organizations
  • # Schools, universities or academic institutions (philanthropic arms of educational organizations are eligible to apply for Google grants)
  • # Childcare centres



Get Started with Google Ad Grants

Your first step is to sign up for Google for Non-Profits. It’s free, and members receive the following benefits:

  • # Unlimited email accounts for staff on your branded domain through Gmail
  • # Ability to collaborate in real time with colleagues on spreadsheets, agendas, lists and grant proposals through Google Docs
  • # Manage schedules and appointments for single or multiple users with Google Calendar
  • # Hold group discussions and monitor distribution lists through Google Groups
  • # Talk to up to 15 people via video conference call using either a desktop computer or a mobile device
  • # 30 GB of storage per account across Google Drive and Gmail

Members also receive access to the YouTube Non-profit program, which includes features and programs specifically designed to increase your influence on YouTube. Your organization will get access to One Today, a mobile fundraising platform, at no charge.

Does your organization use Google Earth? Another advantage of joining Google for Non-profits is the benefit of being able to develop customized Enterprise-level maps for your organization. Google Earth Outreach grants help you to obtain the information you need without putting a strain on your budget.

You will need to provide some basic information about your organization on the form, including: Name, Address, Phone Number, Organization Website and Mission Statement.

You will also need to certify that your organization does not discriminate in any unlawful manner in its hiring or employment practices, administration of programs or services, including sexual orientation or gender identity.

The Tax Identification or Employer ID Number (EIN) must also be provided. Google will only allow one membership in the program per organization. Different branches of one organization that share EINs with the same parent organizations can obtain individual memberships. The branches must clearly indicate they are applying as a related organization to the parent one during the application process. Additional screening will be required before the branch organization can be approved.

Google will also need to know your personal contact information and an e-mail address where you can be contacted. Choose an e-mail account for this purpose that you check often; this is where you will receive important communication about your Google Ad grant (including the word that you have been accepted!).

Processing Time for New Applications

In most instances, the processing time is not long. You should receive a decision about whether your application has been approved within a few days. Look for an e-mail to arrive at the e-mail address you have provided on your application form.

Apply for Google Ad Grants Program

Once your organization has been accepted as a Google Non-profit, you can move on to the next step and apply for the Google Ad Grants program. It’s important to follow these steps carefully; otherwise you will have to start the process over.

  1. # Log in and create your AdWords account. Be sure to use the same e-mail address that you used in your Non-profit application. The link provided here should skip the billing process; you do not want to open the type of AdWords account where you will be billed.
  2. # Choose US Dollars as your payment currency, even if you normally accept donations or do business in another one.
  3. # Do not enter any credit card information, even if you are prompted to do so. If you do, you will be setting up a standard paid account instead of an Ad grant account. Your account processing may be delayed and you may need to create an entirely new account.
  4. # Create your initial campaign. You can start with something basic if you have never used AdWords before.
  5. # Google will approve your account within 30 days. In most cases, you should receive an e-mail well before the 30-day period.

How to Create your First Google Ad Grants Campaign?

Once your account has been set up, you need to launch your first campaign. The campaign settings are where you control the language for your ads, where they will be shown and your budget.

Type: “Search Network Only” from the pull-down menu. Click on “Standard.”
Networks: Uncheck “Include search partners.” Grantees can only show their ads on Google search results.
Locations: Choose from the options the locations where you would like to show your ad (all countries, United States and Canada, United States only, etc.).

Set the amount for your daily budget to a maximum of $329.00. You can run more than one campaign, however the total of all your campaign budgets will not go over the $329.00 daily limit.

Once the settings for the ad campaign have been selected, you can start to fill out its structure. You’ll want to think about how your different ad groups can help your non-profit reach its marketing goals. Each group of ads that your organization posts online should be correspond to a specific message. You’ll want to choose keywords that reflect the theme you have chosen.

Create an Ad Group that based on a single theme or idea. It’s a good idea to base your groups on different sections or categories that you pull from your website.

Choose keywords. This is the point where you need to think about the specific keyword phrases someone might use when searching for your non-profit organization or group. You’ll want to create a number of different versions of each one.

If you look to the right, you will see a prompt that reads, “Get keyword ideas grouped.” To get help with your keywords, enter the URL for the landing page or a few words about our organization. The AdWords system will provide some keyword ideas.

Would you like more help with keywords? Keyword Planner is a handy tool that will provide both ideas and traffic estimates to help you build your campaign. It allows you to search for keywords based on terms that let you describe your organization and your cause, or your website. You also have the option of uploading or entering your own list of keywords if you wish, or combining two (or more) lists of keywords to create a single list of combined keywords.

Once the lists of keywords have been entered, Keyword Planner will give you important statistics, such as the number of people who have searched for it or how competitive the keyword is. You will also be able to get traffic estimates for your keywords, such as how many clicks and impressions you might be able to get for a bid and allotted budget.

Write your Ads

Next, you will write messages for each of your ad groups. You should plan to write two or three ads; your goal is to make each one compelling enough that a prospective donor or volunteer will read it and be interested enough to click on the ad to be taken to your website. You really want each ad to grab the reader’s attention.

  • # The Headline should include one of your keywords.
  • The First Line of the Description highlights what makes your organization unique
  • The Second Line of the Description includes your call-to-action

Your call-to-action is what you want the person reading the ad to do. Donate? Apply (to be a volunteer)? When do you want them to do it? Today? Now? You have to spell it out in your call to action. Donate now! Apply today! Make it urgent so that the reader will understand that he or she should not click away from your ad — they need to do something about it immediately.

The greater the sense of urgency you can create with the wording of your ads, the more click-throughs you are going to get to your website. Your ads always need to fit your organization’s mission and be in compliance with Google’s advertising policy

Submit your Ad

Choose your country and follow the prompts to complete the application process. Google will review your account. If it is set up properly, it will be activated and you will be notified by e-mail.

Features you can Use for Writing Ads

When you are writing your ads, you can use ad extensions to share extra information about your non-profit, absolutely free. These extensions can provide readers with helpful “bonuses” by adding a link to your website, your location and your phone number.

Sitelinks link directly to specific pages on your website. Rather than directing a reader to your home page, you can have a link directing them to your contact page, your one-time donation page, a monthly donation page and your volunteer sign-up page.

Location Extensions encourage readers to visit your office in person. You can add your address, phone number and a map marker to your ad text.

Call Extensions encourages readers to contact your organization by phone. It shows your number with your ad and makes it easy for readers from their mobile phone.

AdWords Express will help you save time when writing your ads. This product will help you manage your online ads. Apply for it after you get approved for your Google Ad Grant, and the task of managing your account on a daily basis will be taken off your plate. It allows you to:

  • # Create your online ads more quickly and efficiently
  • # Drive more traffic to your website
  • # Reach potential site visitors on a desktop computer or a mobile device (smartphone or tablet)
  • # Evaluate how well your ads are working by checking your dashboard

Follow the step-by-step instructions to get started. If you ever get stuck, you’ll find that Google has very good technical support with this product, as it does for all of its other ones, and you will be able to get the help you need to get back on track.

Google Ad Grants are available to help you promote your non-profit organization online. You can draw attention to your cause or the work you are doing that otherwise may have taken months or longer to achieve through organic searches. If you are concerned that you can’t “use up” $10,000.00 in advertising in any given month, don’t let that hold you back from applying for a Google Ad Grant. This is not a condition of receiving grant funds for advertising under the program.

You’ll note from the brief application process that Google does not ask any questions about your organization’s finances or current level of fundraising. It looks at whether an organization is a registered charity and a few other criteria only. Non-profits are always trying to do more with limited resources, and receiving this grant can lead to many future benefits.

As long as your non-profit meets the qualifications, apply! It’s one of the smartest things you could do for your organization and the future payoff will be worthwhile. Do try Google Ad Grants scheme.

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